J C Penney Company Inc (NYSE:JCP)’s Chief Marketing Officer To Resign


J C Penney Company Inc (NYSE:JCP)’s C-suite executive who come up with the “Get Your Penney’s Worth” campaign is leaving the Plano retailer.

Mary Beth West, who has been the company’s Chief Marketing Officer, will be leaving J.C. Penney on April 1, just two years after she joined the company. Mary will be taking up the position of chief growth officer at Hershey Co (NYSE:HSY) from May 1.

In a prepared statement, J.C. Penney said Mary was so instrumental in the company’s journey towards to profitability and was so dependable in the leadership team. The company further said it is with her best interest to relocate to a place where she can be close to her family as well as work with one of the biggest food brands globally.

West took over the company’s top marketing in April 2015 after serving for 10 years on the retailer’s board of directors. For the 30 years in services, she has served as chief category and marketing officer and executive vice president at Kraft Foods.

Last year, she developed the company’s marketing strategy by putting more emphasis on its private brands. She came up with the “Get Your Penney’s Worth” campaign I February 2016 together with Penney Days promotions when customers can purchase the company’s private brands for a penny. She also launched social media campaigns under the #SoWorthIt hashtag. At that time, she said the launch was in line with the company’s strategy of focusing on advancing its private brands and drive revenue.

During the company’s analyst day which was held in August, West revealed that J.C. Penney with a number of different products and media sources to cater for loyalist clients including older women without children as well as its upcoming clients. She said the company’s main challenge is to serve all groups by merging their similarities as well as addressing their differences in terms of its communication strategies and assortment.

Kirk Waidelich will take over West’s position in acting capacity as the company looks for her replacement. Waidelich is the company’s senior vice president of sales promotion and marketing.